Chinese tea brand Chagee is a favourite of many Malaysian tea drink lovers. However, the brand recently sparked anger after its Malaysian mobile app used a controversial map depicting China’s illegal sovereignty over Malaysia’s maritime region.
The issue was brought up by Chagee customers, who noticed the brand using the ten-dash map in the background of their mobile app. The ten-dash map is the standard map issued by the Chinese government that comprises a set of line segments used to illustrate China’s sovereignty in the East Sea. However, many Southeast Asian countries denounced the usage of the map, arguing that it was a grave violation of territorial sovereignty.
Given the response to the ten-dash map, it’s no surprise that Malaysians were appalled by Chagee Malaysia using it for its mobile app. Many social media users have called for a boycott of the brand, arguing that Chagee has “insulted the sovereignty of our maritime region”. One Facebook group even said boycotting the Chinese brand is needed to defend Malaysia’s sovereignty and dignity.
Chagee Malaysia has since removed the map from its mobile app, but local netizens are still unhappy with the situation. Some argued that the government should take action against Chagee for this issue. Others pointed out that ice cream and drink company Mixue also used the map in its promotional video. However, some netizens lamented that customers might not follow through with a boycott because of Chagee’s popularity in the country.
Malaysia isn’t the only country threatening to boycott the tea drink brand. Since the Chagee app in Vietnam also used the map, Vietnamese citizens are calling to boycott the company, even before its official entry into Vietnam. Many have also flooded the official Chagee Vietnam Facebook page with criticism and backlash. As of now, it’s unclear whether the brand will proceed with the launch of its first Vietnamese outlet.
Chagee Malaysia has yet to address the issue, but what are your thoughts on this?
